Customer loyalty has totally changed in a different way, previously it was mainly based on price, product or brand, but now with the digital revolution, customers are looking for an overall good experience. Businesses today have realized that customer experience (CX) is critical to business. To execute new CX technologies, brands are introducing customer relationship management (CRM) solutions, enterprise resource planning (ERP) solutions, contact center and point-of-sale platform systems. (POS), data warehouse systems and many other modes to provide an experience to its customers.
The season’s panelists included:
- Aashish Batra, co-founder, myPAPERCLIP
- Abhijeet Gaur, Product Manager – Blaze | GM – E-Commerce, Office, Inc.
- Akanksha Tandon, Founder, A Little Mistake
- Amritha Gaddam, Founder and CEO, The Tribe Concepts
- Anuva Kakkar, founder of Tiggle
- Kanishk Arya, COO, SleepyCat
- Saumya Kabra, Founder and CEO, Confetti Gifts
- Sreejith Moolayil, co-founder, True Elements
- And the session was moderated by Soumitra Dhankar, Solution Consulting Lead, Adobe India
- Content that drives purchases
- Management of customer expectations
- Data management techniques to respond to customer requests
- Key drivers of repeat purchases
- Involvement of technology in content creation
The different variety of content on the internet creates an urge in the minds of customers to try a product/service. Companies seek to create awareness so that they can consider the product and lead them to the decision stage. Aashish Batra, co-founder of myPAPERCLIP said here: “The word experience is extremely important. Like our brand, which is in notebooks and stationery, it’s important to provide the right form of content. We are a brand mainly present on four channels. The experience specifically dedicated to the D2C space starts by generating advertisements to create impulses on Facebook, Instagram, etc. In this, we are basically trying to market our product. In this stage, we create an experience, not by using marketing on the product, but by creating content around its lifestyle. It’s more related to the user of the product. We try to create content with more relatability that can relate to our experience. There are a bunch of brands like those in the skincare category that can map the customer journey and translate content into commerce. Creating a WOW factor is really difficult for brands and varies depending on the category it exists in, as the experience the consumer demands changes every day.
Kanishk Arya, COO, Sleepycat commented on this and added, “When I look at the experience, it should be purchasable. I would consider this in a way that the interaction can add value for the customer and also give the brand an opportunity to make a sale to the customer. For our D2C brand, I’ve broken this down for our business into four levels. »
The levels are given below:
Discover the content – We should discover content for the brand. A lot of people go to YouTube and Google and search “what kind of mattress should I sleep on?” “. Thanks to this, we can introduce our brand to customers.
Educate the consumer – The mattress has been around for thousands of years in one way or another. But problems like this exist that people don’t know how to use. Through this, we can educate the customer and give them the opportunity to choose a product that can solve the problem and thus create a shopping experience for customers.
Advertisement – This is the process that is performed by almost all brands.
Post-Purchase Conversation – Once the purchase is made, every conversation with the consumer should be about the product and also followed by the use of the product.
He added to this and emphasized, “All products provide a shopping experience because we expose them and make them useful based on the information we have. The other thing that can be extremely helpful for the brand is to provide a shopping experience perspective, through which the customer can talk about their experience of the products and tag the brand in question, so that new customers can discover the brand and its user experience. also.”
Content creation for clients
A brand needs to create content strategically to make the experience more buyable. And technology plays a vital role in making it work. Anuva Kakkar, Founder of Tiggle, shared how technology helps with content creation and added, “As far as our brand is concerned, ‘Tiggle’ technology plays an important role in creating WOW moments. From simple things like email marketing to placing orders, everything requires technology. But engaging with the customer until the moment they receive the order is the hardest thing where technology can act as a good trigger.
She gave us an example of how the brand interacts with its customer: “When the customer’s order is picked up by the delivery agent. At this time, the right trigger or message is needed, which can keep customer interest growing, which in our case is our brand story. When the customer is about to receive the order in two hours, we will send them the recipes on “how to make the best hot chocolate”. At the same time, we have created a platform vote.tiggle.com in which there is a community where all customers can meet. It will never have scaled without the help of technology.